FRISOMUM MILKActivation Plan

SITUATIONFrisomum as a Premium Niche product wants to push up its market share and increase sales by recruiting new users and re-emphasising its use and benefits

to loyal and lapse users.

TASKTo creatively reach and engage pregnant and lactating mums in hospitals,

clinics, and maternity homes.

ACTION Awareness activities via creative materials deployed to Hospitals, clinics and

maternity homes. Plan, organise and manage a clinic experiential booth for sampling, sales and

General Education on benefits of frisomum.

RESULT: A successful and impactful campaign should be able to deliver on the following KPIs.

Specified cases of Frisomum sales Affinity and emotional connection with the brand by TG.

successfully reaching 100,000 women. Sustain product use and brand loyalty

Situation Analysis

• To sample and convert 100,000 women within 3 months.

• To drive product trial and build brand loyalty.• To drive spontaneous awareness of the brand.• To cause and deliver 10% incremental volume

share.

• Develop creative ideas to improve and make the FRISOMUM experiential campaign more impactful.

• Develop a suitable logo for the scheme.• Develop creative designs for POS items and give-aways.

• Develop designs for communication materials such as posters, user guides and banners.

• Recce and recruit 200 Hospitals, clinics and maternity.

Project Objectives/ KPI’s

She is a mother between 22 – 45 years of A,B,C social class.

She is pregnant or has a newly born baby

She is interested in the health of her unborn

She knows the importance of staying healthy during pregnancy.

Some times rely on trusted sources from family, friends and medical

experts when seeking medical advice during pregnancy and breast

feeding.

She is health conscious.

She lives in the urban settlement of the country.

I am Mrs. Johnson Brown.

I am newly married.

I love to have a happy family with healthy babies.

Am an upwardly mobile individual who operates a business.

I am not sure of what and how to take care of my self during and after pregnancy .

I need to consult with my mother, friends and medical professionals on what expert baby

care brand is available.

I love challenges but don’t take it when it comes to the health of my baby.

I am age 27.

Target

A NICHE campaign that focuses on women, combining a robust mix of quality INTERACTION across all relevant touch point to REACH 100,000 VCC integrated into the FRISOMUM brand building CONTINUITY over time.

NICHE

INTERACTION

REACH

CONTINUITY

Strategy

Big Idea/Rational

• The mum Hippie mixit campaign is born out of the proposed content of the experiential booth. Hippie is borrowed from the perception of health which is the major drive of the frisomum brand.

• “Mixit” embodies the process of mixing different flavors with the frisomum milk.

Idea Rationale

• The mum Hippie mixit campaign is born out of the proposed content of the experiential booth. Hippie is borrowed from the perception of health which is the major drive of the frisomum brand.

• “Mixit” embodies the process of mixing different flavors with the frisomum milk.

Hospitals, Clinics and Maternity Home

Experiential program1. Recce2. POS Deployment3. Clinics Branding

Sales in agreed retail touch point and activity locations

The Resq Ladies club is an in=house feminine body directed towards the achievement of women related programs, it will be used to drive the various arms of the proposed campaign.

Activity Mix

2 man Recce personnel per region to go ahead of time to:

Recce team will from entry to each states liaise with ministry of health and the brand team on-ground for synergy. They will Identify, notify and liaise with agreed touch points to ensure full participation by selected touch-points. take-over timeline will be agreed for each touch points by the recce team.Recce team to create easy landing and take-over environment for the presentation.Develop detailed campaign calendar and route listAgency will communicate any change in venue a day before presentation

Execution (Recce)

DAILY ACTIVITY (5 DAYS A WEEK) daily shows.• 100 clinics per region in a months will be activated by each team.• An Agency Team of trained personnel will be deployed per agreed states within each Region.

Major Government and private maternity clinics and general hospital will be visited by the LADIES CLUB PRESENTERS

Team will engage mothers during ante-natal and post-natal days.

30 minutes interaction with mothers, communicating the key benefits of Cussons Baby.

Teams will conduct 3 clinics presentation per day at different locations for the experiential activity,educating invited

women by the key influencer in that community.

User guides and informative flyers will be given to the women(participants)

Team will be part of mobilizing WOMEN from the clinics to attend the FRISOMUM Experience BOOT. Within there

location• The Team will be exposed to adequate training in the regions of assignment. • Team members will be fluent in the appropriate local languages. Neighborhood• Team will only visit clinics daily through out the campaign.

Execution

• The booth is a semi-detachable branded box taken to locations to allow mother experience the FRISOMUM MILK.

• It has one compartment with two sections, one for mixing the flavours and sampling the other for hygiene talk with user guides detailing product benefits and use instructions.

• Experts will first lead participants to the sampling section where they will be shown all the various means and flavours that can be achieved with the FFRISOMUM MILK.

• They will then join in the short health talk segment where they will be given user guides and product samples.

• Internet facility is made available at the booth for picture upload of participants to the FRISOMUM face book page..

• Three attendants per location will conduct the sampling and educational program per clinic.

• Communication materials that include posters, roll up banners and user guides will be produced to aid the campaign.

• Minimal sales will be carried out for women interested in on-the-spot purchase.

Execution cont.

Pregnant mothers Arrive and are

ushered into the booth

Mother samples product and is shown how to mix flavours

She is ushered to the next section where an

instructor educate them on product benefits

Instructional guides are then distributed

to them

Pictures are taken with woman

holding product

Best 2 photos printed and framed as a gift to mother.

All data of participants collected to be sent to agency

same day

Women are encouraged to make

purchase at sales stand before exit

Branded gift items are given before

exit to create TOM.

Process Flow

Activation

project team pairs uniforms for nurses Crew T-shirts & face caps Crew buses (customized for baby experience) Mugs and cups for demonstration Branded Snapper frames Posters Care Guide Cameras Roll up banners Flag banners Branded baby T-Shirts Sampling products

Deliverables

• Lagos• North West• North Central• South East• South south• South west

Proposed Locations